According to the calculative-based trust paradigm, trust can be shaped by rational assessments of the costs and benefits of another party cheating or cooperating in the relationship. Trust in this view is derived from an economic analysis occurring in ongoing relationships, namely that it is not worthwhile for the other party to engage in opportunistic behavior.  In the context of e-commerce, a customer can be expected to trust an e-vendor more when the customer believes that the e-vendor has more to lose than to gain by cheating or has nothing to gain by breaking customer trust.